VIDEO: Versace for H&M – but didn’t Donatella say she’d never do a diffusion line?

After 2010’s ultimate shopping madness that was Lanvin for H&M, the fast-fashion retailer has just announced that their next designer collaboration will be with the house of Versace.

For Autumn/Winter 2011, creative director Donatella Versace will look back on the brand’s heritage – a history that has always relied on leather, print and colour to make a statement – and translate these elements to affordable high-street pieces.

It’s all very exciting, but didn’t Donatella say she would never do a diffusion line for H&M? At the New York Times’ TimesTalk series held in May 2008, she revealed that she had been asked to do a lower-priced line, but had continuously refused.

“I respect everyone who does it, but the reason I didn’t do it is because I work very hard to put the Versace line in the luxury section. I think to put the Versace line in H&M would confuse the brand,” New York Magazine’s The Cut quoted Ms. Versace as saying.

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Why the change of heart? We don’t know, but the extreme of popularity the last two designer collaborations by H&M – with Jimmy Choo and Lanvin – might have had something to do with convincing Versace that the brand can handle a separate budget line.

“I am thrilled to be collaborating with H&M and to have the opportunity of reaching their wide audience. The collection will be quintessential Versace, perfect for H&M and Versace fans everywhere,” Donatella said in the official announcement.

The collection will include ranges for women, men and selected pieces for the home. It will be available from 17 November in around 300 stores worldwide, as well as online. In addition, Donatella Versace has also designed a pre-spring collection for H&M which will be exclusively available in countries with H&M online sales from January 19, 2012.

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La Moda Dubai is the authoritative online source for fashion, beauty and luxury catering specifically to the UAE and greater Middle East region. Established in 2010, the La Moda Dubai fashion blog was conceived to provide breaking fashion and lifestyle news as well as in-depth features that provoke the imagination of the fine living connoisseurs of the Arabian Gulf.